cute does not depend
on market value


Some brands, content creators, developers and artists rely a lot on cuteness to build an audience, and most of the “kawaii culture” relies solely on product design, brand identity and consumerism. You could almost say that these products and content NEED to be cute to be sellable.


In my eyes this shows they lack substance, and makes them lose their cuteness. Newest pet videos follow the same model as the latest viral sensation, “cute anime girls” are designed according to the same stereotypes.


And in the process it all become more and more dull.

Let's remind ourselves that cute fashion subcultures, like Lolita, Decora, or Gyaru, rely heavily on handmade clothes and accessories too!